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Content: Foreword. 7 1. Initial Brainstorming. 11 a. Why do I want to measure PR? - Part 1 12 b. Why do I want to measure PR? - Part 2 18 c. So, how can PR be measured? 20 d. Defining goals. 22 e. Basic measures. 26 f. How do you do against the competition? 29 2. Basic tools and processes. 32 a. Let's get some structure into measurements. 32 b. Defining goals - Business fundamentals. 35 c. Defining goals - Marketing plan, communication plan, and PR plan. 47 d. The concept of a balanced scorecard. 50 e. Output - outgrowth - outcome model. 54 f. Measurement budgets. 56 g. How to measure a PR agency as a vendor/client? 58 3. How to measure the results of a press interview? 64 a. Interviews requested by the PR department. 64 b. Interviews requested by the press. 75 4. How to measure the results of a press conference? 78 a. Internal level. 81 b. Tactical or output level. 82 c. Relationship level. 83 c1. Cultural aspects. 85 c2. Attitude and perception. 86 c3. Trust. 88 d. Coverage level. 90 e. Outcome level. 91 5. How to measure the results of a PR campaign? 93 a. Quantity. 97 b. Quality. 106 c. Displaying results. 111 d. Internal measures. 115 6. How to measure long-term trends? 119 a. Considerations and criteria. 119 b. Displaying results. 133 7. How to measure the results of a crisis situation? 144 a. Predictable crisis situations. 148 b. Crisis situations that can be anticipated 150 c. Crisis "out of the blue". 152 d. PR as a proactive tool in "issues communication". 153 8. Appendix A - Example press questionnaire. 155 9. Appendix B - Example measurement indices. 157 10. Appendix C - Measuring product reviews and awards. 161 11. Appendix D - Template Balanced Scorecard. 166 12. Appendix E - List of criteria for measurements. 167 13. Literature. 176 About the authors. 178 Index